UK-facing charity GamCare has announced the launch of a new digital campaign aimed at helping consumers recognise indicators of gambling harms and encouraging players to seek support.
Designed in partnership with creative agency 23red, part of CapGemini, the campaign will run year-round. It will feature across multiple digital platforms, targeting men aged 18-44 and individuals affected by their loved ones’ gambling.
Featured in the campaign will be several short creatives, with the primary piece of content being a 30-second film using metaphorical visual storytelling to demonstrate the emotions people can experience while gambling.
GamCare encourages people to seek support
The campaign forms part of a wider, ongoing effort by GamCare to promote support for those impacted by gambling harms. Established in 1997, GamCare provides information, advice and support for people dealing with problem gambling.
“Our new creative visualises the inner turmoil that people experiencing gambling harms can feel,” GamCare CEO Victoria Corbishley said. “It’s a fresh approach that we hope helps people in need, whether they gamble themselves or care about someone who does. We hope they will see those signs and reach out sooner for support.”
23red Creative Director Tristan Cavanagh added: “Unhealthy gambling habits are often hidden in plain sight. We set out to create something people who are experiencing gambling harms instantly recognise and feel rather than just watch, with visuals that mirror the quiet chaos inside someone’s head.
“Our aim was to cut through the usual tropes and deliver a piece that resonates emotionally, prompting conversations before harm escalates.”
The campaign launches as another industry charity, GambleAware, prepares to close. In July, GambleAware said it will halt all activities and transition its work to the British government by the end of March 2026. This followed the introduction of a new statutory levy earlier this year.
In August, GambleAware named Anna Hargrave as its transition CEO to oversee its managed closure. Hargrave took on the position after Zoë Osmond stepped down as CEO on 30 September.
Developed by GamCare and 23red, the campaign will run across multiple digital platforms.